Marketing Strategy for Alfa Laval Agri C Regaining a Technological Edge

Introduction

The report primarily focuses on the marketing strategy of Alfa Laval Agri C Regaining a Technological Edge to give a reader an overview of the growth dynamics of the company. Recently, several strategic issues and managerial problems have been identified in marketing strategy of Alfa Laval Agri C Regaining a Technological Edge that have drawn the attention of the entire management to devise new marketing strategies that can help the company to resolve the problems to continue its expansion and future growth to achieve a competitive edge in the marketplace. This report is written to provide Alfa Laval Agri C Regaining a Technological Edge marketing strategy with the required strategic solutions using multiple frameworks and tools.

External Environmental Analysis

PESTLE Analysis is the most popular strategic tool that is used by many organizations when conducting an external environmental analysis. This framework typically focuses on political, economic, social, technological, legal, and environmental factors that can impact the macro environment of the business (Zalengera, E.Blanchard, & C.Eames, 2014).

Political factors

Political Stability

Alfa Laval Agri C Regaining a Technological Edge operates in a politically stable environment, which means that it provides the company with more friendly and stable business growth opportunities (Christodoulou & Cullinane, 2019). However, since Alfa Laval Agri C Regaining a Technological Edge operates in multiple countries, there are high chances of various political tensions that can cause instability in market growth trends for Alfa Laval Agri C Regaining a Technological Edge. This can limit the company's growth opportunities.

Pressure Groups

Moreover, it is important for Alfa Laval Agri C Regaining a Technological Edge to analyze and monitor the activities of pressure groups. Alfa Laval Agri C Regaining a Technological Edge can create a close collaboration with these groups to achieve long-term goals.

Corruption and Changing Policies

Alfa Laval Agri C Regaining a Technological Edge must keep a close check on the changes in any government policies because they can directly impact the performance of the business. The operations of Alfa Laval Agri C Regaining a Technological Edge are its different countries can become unpredictable if there is a high level of corruption and weak enforcement of the law (Achinas, Horjus, & Achinas, 2019).

Trade and Taxes

The profitability of a company is directly influenced if there are high taxes in a country. Alfa Laval Agri C Regaining a Technological Edge should look into the taxation policies in each country before further expanding its operations (Eierle, Hartlieb, & C. Hay, 2022). Similarly, if there are high trade restrictions, it can get difficult for Alfa Laval Agri C Regaining a Technological Edge to import and export its products, impacting the relationships with trade partners.

Economic factors

GDP, Employment, and Exchange Rates

The long-term growth strategies of Alfa Laval Agri C Regaining a Technological Edge are majorly determined by the GDP growth of the economy. The purchasing power of consumers significantly increases with a high GDP. High unemployment in an economy shows that Alfa Laval Agri C Regaining a Technological Edge can benefit from surplus labor with low-cost wages. Furthermore, Alfa Laval Agri C Regaining a Technological Edge should monitor interest rates as it can affect the borrowing ability. With that being said, if there is a high fluctuation in currency, the profitability of Alfa Laval Agri C Regaining a Technological Edge can also be influenced (Sadeghi, 2020).

Labor Market

It is important for Alfa Laval Agri C Regaining a Technological Edge to make appropriate predictions regarding the labor market conditions in a specific economy (Sadeghi, 2020). This can help the company to hire a more talented workforce that can improve the performance of the company.

Industry lifecycle stage

Alfa Laval Agri C Regaining a Technological Edge should consider expanding its operations in growing economies to benefit from growth opportunities. It can be challenging for Alfa Laval Agri C Regaining a Technological Edge to enter a mature industry at a growing stage (Villamarín & Pinzon, 2017).

Social factors

Demographics

Alfa Laval Agri C Regaining a Technological Edge should study the changing patterns of demographics, such as socio-economic variables, the aging population, and trends in migration (Barbara & Cortis, 2017). This can help the company to identify the right segment to target with a high potential for growth opportunities.

Cultural norms

Every country and society has a distinctive culture with different norms and values. It is important for Alfa Laval Agri C Regaining a Technological Edge to study and identify social class stratification.

E-commerce

There has been a significant shift in online shopping. Alfa Laval Agri C Regaining a Technological Edge needs to adopt necessary changes considering the growing use of social media networking sites and mobile phones to increase its revenue and overall profitability (Villamarín & Pinzon, 2017).

Technological factors

Technological innovations

On-going technological innovations should be considered carefully by Alfa Laval Agri C Regaining a Technological Edge so that it can stay ahead of the competitive market. Alfa Laval Agri C Regaining a Technological Edge should continue working on introducing major technological transformations to achieve a competitive advantage (Rastogi & TRIVEDI, 2016).

Social Media Marketing

The collaboration with consumers has been growing rapidly because of the development of communication technologies (Rastogi & TRIVEDI, 2016). Alfa Laval Agri C Regaining a Technological Edge can take it as a great opportunity where can use innovative strategies to expand its customer base.

Environmental factors

Waste Management

Alfa Laval Agri C Regaining a Technological Edge should implement the latest technological tools to minimize environmental pollution. Waste management is now getting popular and has been considered a major business norm (Igliński, Iglińska, & Cichosz, 2016).

Climatic Conditions and Eco-friendly products

Climatic conditions can influence the efficiency of Alfa Laval Agri C Regaining a Technological Edge. The cost of a company's operations can be increased if there are extreme weather conditions. Similarly, there has been an increasing demand for eco-friendly products. Alfa Laval Agri C Regaining a Technological Edge should work towards adopting more sustainable business practices to gain customer trust (Barkauskas, Barkauskienė, & Jasinskas, 2015).

Legal factors

Employee protection laws

It is important for Alfa Laval Agri C Regaining a Technological Edge to follow the health and safety laws for its employees that are issued by the authorities to ensure the safety of its labor.

Consumer laws

Alfa Laval Agri C Regaining a Technological Edge should protect its customer data to ensure their security and privacy concerns. Moreover, it should set the right price with the right product quality (Igliński, Iglińska, & Cichosz, 2016).

Porter's Five Forces

Alfa Laval Agri C Regaining a Technological Edge can use Porter's Five Forces to analyze the competitive landscape of the industry. The strategic planners of Alfa Laval Agri C Regaining a Technological Edge can use this framework to make effective decisions.

Threat of New Entrants

Alfa Laval Agri C Regaining a Technological Edge operates in an industry where it is difficult to achieve economies of scale, making it difficult for new entrants to enter the industry (Yunna & Yisheng, 2014). There is a strong product differentiation with high capital requirements. Moreover, it is difficult to establish a distribution network easily in this industry. Thus, Alfa Laval Agri C Regaining a Technological Edge has a weak threat of new entrants.

Bargaining Power of Suppliers

There are more suppliers in the industry of Alfa Laval Agri C Regaining a Technological Edge. This shows that there is less control over prices. Organizations like Alfa Laval Agri C Regaining a Technological Edge can easily switch to other suppliers because of less differentiation in products. This makes the bargaining power of suppliers a weak force in Alfa Laval Agri C Regaining a Technological Edge's industry (H. Th. Bruijl, 2018).

Bargaining Power of Buyers

The industry in which Alfa Laval Agri C Regaining a Technological Edge operates has many suppliers as companies to buyers. This means that buyers have fewer options and do not have control over prices (H. Th. Bruijl, 2018). The high product differentiation shows that there are few alternative products for buyers, and there is a high switching cost. This makes the bargaining power of buyers a weak force in the industry.

Threat of Substitute Products and Services

Alfa Laval Agri C Regaining a Technological Edge operates in an industry that offers very few substitutes to its customers. The substitutes that are available are expensive because of their high quality (Zhao, Zuo, & Wu, 2016). However, companies like Alfa Laval Agri C Regaining a Technological Edge sell their products at a lower prices. This clearly shows that buyers may feel reluctant when switching to other substitutes.

Rivalry Among Existing Firms

Alfa Laval Agri C Regaining a Technological Edge operates in a less competitive industry. The already established companies have a large market share, meaning that any move by the existing companies will be noticed. Moreover, Alfa Laval Agri C Regaining a Technological Edge has to take several competitive actions to become a market leader, as the industry is likely to grow rapidly in the coming years (Aithal, 2020).

SWOT Analysis

Alfa Laval Agri C Regaining a Technological Edge can make use of SWOT analysis to effectively analyze the company's internal strengths, weaknesses, external opportunities, and threats.

Strengths

Strong distribution network

Alfa Laval Agri C Regaining a Technological Edge operates in various countries and has multiple outlets that help the company to deliver its products quickly to its customers. This shows that Alfa Laval Agri C Regaining a Technological Edge has a strong distribution network (Benzaghta, Elwalda, & Mousa, 2021).

Financial position

Alfa Laval Agri C Regaining a Technological Edge has established itself as a strong financial company over the past few years. It has generated enough profits that can be used to finance any future expenditure (Basset & Mohamed, 2018).

Automation

Alfa Laval Agri C Regaining a Technological Edge has adopted the latest and innovative technology in its business operations, which has allowed the company to reduce its production costs (Benzaghta, Elwalda, & Mousa, 2021).

Social media presence

Alfa Laval Agri C Regaining a Technological Edge has been successful in establishing itself as a strong brand on social media platforms that, includes Facebook, Twitter, and Instagram. This increases customer engagement (Basset & Mohamed, 2018).

Weaknesses

High rent costs

Alfa Laval Agri C Regaining a Technological Edge has its manufacturing plants on rented properties. This increases the company's overall costs, and a significant portion of Alfa Laval Agri C Regaining a Technological Edge's profits go into paying the rent (Comino & Ferretti, 2016).

Research and Development

Alfa Laval Agri C Regaining a Technological Edge has not been able to conduct effective and in-depth market research regarding new markets and products (Comino & Ferretti, 2016). Customer trends are always evolving, and it is important for Alfa Laval Agri C Regaining a Technological Edge to take immediate action in conducting its research.

Centralized Power

There has been a centralized decision-making process in Alfa Laval Agri C Regaining a Technological Edge. This means that employees have to consult their managers before taking any decision themselves. This slow down the decision-making process. and employees feel demotivated. Thus, impacting the operations of Alfa Laval Agri C Regaining a Technological Edge (Comino & Ferretti, 2016).

Opportunities

Presence of Internet

Alfa Laval Agri C Regaining a Technological Edge has a great opportunity of expanding its business by using the internet. Since there has been a growing trend in online shopping Alfa Laval Agri C Regaining a Technological Edge can boost its sales by expanding its online stores (Yan, Xia, & X.H.Bao, 2015). Additionally, social media platforms can be updated constantly to engage customers with all the new products introduced by Alfa Laval Agri C Regaining a Technological Edge.

Technological Innovations

Technology is constantly evolving, and Alfa Laval Agri C Regaining a Technological Edge can benefit from it by implementing the technology in its various departments. Manufacturing process can be completed automated, which can eventually help Alfa Laval Agri C Regaining a Technological Edge to reduce its costs (Taghavifard, Mahdiraji, & Alibakhshi, 2018).

Globalization

The continuous increase in globalization has allowed Alfa Laval Agri C Regaining a Technological Edge to expand its business operations across borders. It has the opportunity of entering new markets (Yan, Xia, & X.H.Bao, 2015).

Threats

New Entrants

Recently, many companies are entering the industry in which Alfa Laval Agri C Regaining a Technological Edge operates. This means that there are chances of increased competition. This poses a threat to Alfa Laval Agri C Regaining a Technological Edge as it has to put more effort into gaining market share (Taghavifard, Mahdiraji, & Alibakhshi, 2018).

Fluctuations in exchange rates

The exchange rates are highly subjected to fluctuations that negatively impact the sales of Alfa Laval Agri C Regaining a Technological Edge. Alfa Laval Agri C Regaining a Technological Edge needs to study the changing fluctuations to keep up with its profitability (Vlados & Chatzinikolaou, 2019).

Consumer trends

The consumer trends are constantly changing, that causes changes in their demands. This puts pressure on companies like Alfa Laval Agri C Regaining a Technological Edge, who have to continuously meet their consumer demands. Moreover, there is a significant threat from substitute products because consumers tend to switch to these companies (Vlados & Chatzinikolaou, 2019).

Marketing Mix

Product

Alfa Laval Agri C Regaining a Technological Edge operates in a wider range of products. Each of the products has its further product lines that are sold under the Alfa Laval Agri C Regaining a Technological Edge. This means that customers can benefit from a large variety of products. Alfa Laval Agri C Regaining a Technological Edge sells highly differentiated products with higher quality that, gives it a competitive edge (Khan, 2014).

Price

Alfa Laval Agri C Regaining a Technological Edge follows a competitive pricing strategy. The company also takes into account all its costs before setting its prices (Londhe, 2014). Currently, Alfa Laval Agri C Regaining a Technological Edge is using a product bundle pricing strategy where customers get bundled products at lower prices.

Place

Alfa Laval Agri C Regaining a Technological Edge has adopted various distribution channels to reach its customers. The company sells its products through its website directly (Thabit & Raewf, 2018). Apart from this, it also distributes its products to wholesalers, who then further sell it to small retailers. Alfa Laval Agri C Regaining a Technological Edge has its own retail stores where it sells its products directly to consumers.

Promotion

Alfa Laval Agri C Regaining a Technological Edge uses traditional and modern promotional techniques. TV ads are used to reach a larger audience. Alfa Laval Agri C Regaining a Technological Edge also advertises on social media sites such as Facebook, Instagram, and Twitter. Events are sponsored by the company. Moreover, Alfa Laval Agri C Regaining a Technological Edge participates in several exhibitions (Londhe, 2014).

VRIO Analysis

Valuable

Alfa Laval Agri C Regaining a Technological Edge engages in corporate social responsibility activities. This has allowed the company to establish a strong brand image. Since, Alfa Laval Agri C Regaining a Technological Edge has a well-established distribution network, the products are reached to consumers in a timely manner. Alfa Laval Agri C Regaining a Technological Edge has been able to introduce innovation in its various departments, which has lowered its costs (Ariyani & Daryanto, 2018).

Rare

Alfa Laval Agri C Regaining a Technological Edge operates in multiple countries. This means that its global presence is a rare factor. It works towards an organizational culture that encourages teamwork, and creativity among employees (Ariyani & Daryanto, 2018). Alfa Laval Agri C Regaining a Technological Edge is also able to adapt to different societies, and cultures due to its exposure to various locations.

Inimitable

The products produced by Alfa Laval Agri C Regaining a Technological Edge are of a high quality. Customers make repetitive purchases, and thus it is an inimitable source. (Miethlich & G. Oldenburg, 2019). Alfa Laval Agri C Regaining a Technological Edge has a significant placement of its stores that gives an easy access to its customers. Additionally, the company has been using a competitive pricing strategy because it has been able to achieve economies of scale, thus lower production costs.

Organization

Alfa Laval Agri C Regaining a Technological Edge, over the years, has successfully gained a financial strength. Alfa Laval Agri C Regaining a Technological Edge can make use of these finances to invest in major acquisitions that give it more growth opportunities. The advancements in technology have allowed Alfa Laval Agri C Regaining a Technological Edge to manage its operations more effectively. Distribution channels are another resource for Alfa Laval Agri C Regaining a Technological Edge. The supply chain is very efficient, resulting in more revenue (Miethlich & G. Oldenburg, 2019).

Value Chain Analysis

Primary Activities

Alfa Laval Agri C Regaining a Technological Edge is involved in primary activities such as the production of goods and then selling them to the target audience.

Inbound Logistics

Alfa Laval Agri C Regaining a Technological Edge should ensure to have a strong relationship with its suppliers to avoid any inconvenience in receiving, storing, and distributing the product. This will help Alfa Laval Agri C Regaining a Technological Edge to have a more effective transformation of a product (Ariwibowo & Saputro, 2021).

Operations

Operations involves manufacturing as well as services. Alfa Laval Agri C Regaining a Technological Edge should conduct an in-depth analysis of its operational activities to remain ahead of its competitors (M.El-Sayed, W.Dickson, & O.El-Naggar, 2015). This will increase the productivity of the company, and more profits can be generated.

Outbound Logistics

It is important for Alfa Laval Agri C Regaining a Technological Edge to analyze, and optimize its outbound logistics so that it is able to achieve the long-term corporate goals. Managing outbound activities properly reduces the chance of late deliveries (M.El-Sayed, W.Dickson, & O.El-Naggar, 2015).

Marketing and Sales

Alfa Laval Agri C Regaining a Technological Edge should use various marketing and sales techniques to differentiate its products from its competitors. Alfa Laval Agri C Regaining a Technological Edge can adopt marketing and sales activities such as promotional activities, advertising, and building strong relationships with suppliers and customers (Ariwibowo & Saputro, 2021).

Services

In terms of services, Alfa Laval Agri C Regaining a Technological Edge must ensure that it provides its customers with the pre-sale and post-sale services (Jaligot, C.Wilson, & R.Cheeseman, 2016). The post-sale service typically falls into the promotional activities of a company. Alfa Laval Agri C Regaining a Technological Edge can thus develop its customer loyalty.

Secondary Activities

Firm infrastructure

A strong infrastructure of a firm can enable Alfa Laval Agri C Regaining a Technological Edge to optimize the entire value chain of the company. Moreover, by controlling the infrastructure activities, Alfa Laval Agri C Regaining a Technological Edge can be in a better position to get a strong foothold in the competitive marketplace (Darmawan & Wiguna, 2014).

Human Resource Management

Alfa Laval Agri C Regaining a Technological Edge should place its major focus on analyzing the different aspects of HR, such as recruitment, selection, training, and performance evaluation of employees (Darmawan & Wiguna, 2014). Alfa Laval Agri C Regaining a Technological Edge can reduce its costs by identifying and analyzing the costs associated with hiring and training.

Procurement

Procurement is an important element in the Alfa Laval Agri C Regaining a Technological Edge's value chain. It is important for the company to assess its overall procurement activities so that the inbound, outbound, and operational activities can be optimized (Kumar & P. V., 2016).

Ansoff's Matrix

Alfa Laval Agri C Regaining a Technological Edge can implement Ansoff's Matrix to make decisions regarding its business growth. This framework includes four different strategic choices that can be selected by Alfa Laval Agri C Regaining a Technological Edge.

Market Penetration

Production capacity

Alfa Laval Agri C Regaining a Technological Edge can increase its overall production capacity. This will allow the company to reach more wider audience in an existing market. Alfa Laval Agri C Regaining a Technological Edge can also benefit from the reduced costs by expanding its production capacity. Thus, Alfa Laval Agri C Regaining a Technological Edge can attract more customers using competitive pricing (Madsen, 2017).

Marketing Investment

Alfa Laval Agri C Regaining a Technological Edge can penetrate the market by investing more in marketing and sales activities. This will help the company to engage with its customer more effectively, leading to more potential customers (Dawes, 2020).

Distribution Channels

Innovative and unique distribution channels can be explored by Alfa Laval Agri C Regaining a Technological Edge. This will enable the company to reach new segments and groups of customers (Dawes, 2020). In addition to this, Alfa Laval Agri C Regaining a Technological Edge can penetrate the market by improving its supply chain, giving more accessibility to customers.

Joint Ventures/Acquisitions

Alfa Laval Agri C Regaining a Technological Edge can enter into joint ventures or can take over other leading companies of the market. This will give Alfa Laval Agri C Regaining a Technological Edge more market share.

Market Development

Research & Development

Alfa Laval Agri C Regaining a Technological Edge should keep on investing in its R&D department, so it is able to identify the changing trends of the market. This will help Alfa Laval Agri C Regaining a Technological Edge to target the right market at the right time (Mukangai & Murigi, 2021).

Expanding Regionally

Alfa Laval Agri C Regaining a Technological Edge can enter in a new market by expanding its operations regionally. This includes considering different cities of the country. Alfa Laval Agri C Regaining a Technological Edge must consider any cultural differences when entering a new market (Mukangai & Murigi, 2021).

New Segments

New segments of the current market can be explored (Mukangai & Murigi, 2021). Alfa Laval Agri C Regaining a Technological Edge can add new features and product uses to its existing products that satisfies the needs of a different customer segment.

Product Development

Modifications

Alfa Laval Agri C Regaining a Technological Edge can modify the existing product by improving its features to enhance the product offerings.

Launching additional products

Alfa Laval Agri C Regaining a Technological Edge should invest in its R&D department so it can come up with new and innovative products that attracts and fulfill the needs of the target audience. This will boost the sales of Alfa Laval Agri C Regaining a Technological Edge and will increase profitability (Khajezadeh, Niasar, & Asli, 2019).

Diversification

Vertical Integration

Alfa Laval Agri C Regaining a Technological Edge can consider vertical integration. This will allow Alfa Laval Agri C Regaining a Technological Edge to develop and launch new products that are similar to its existing product category (Khajezadeh, Niasar, & Asli, 2019).

Horizontal Integration

Alfa Laval Agri C Regaining a Technological Edge can diversify its business operation using horizontal integration. This means that the new products and services of Alfa Laval Agri C Regaining a Technological Edge will not be related to its current products (Dhir & Dhir, 2015).

A new business diversification

Entering into a completely new business can be considered by Alfa Laval Agri C Regaining a Technological Edge. The organization can work towards starting a new business that can give a company more growth prospects in the future (Dhir & Dhir, 2015). Alfa Laval Agri C Regaining a Technological Edge can conglomerate with the help of mergers and acquisitions.

Conclusion

To conclude, it could be said that Alfa Laval Agri C Regaining a Technological Edge can resolve its current managerial and strategic problems by focusing on its existing products. The company can adopt more attractive marketing strategies that can help Alfa Laval Agri C Regaining a Technological Edge to boost its revenue and profitability. It is recommended to focus on maintaining strong supplier relationships. Moreover, it is also advised to focus on more innovative products so Alfa Laval Agri C Regaining a Technological Edge can remain competitive in the market.

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